Why a tag may not be serving ads?
Analysis of traffic is difficult, if users want to find out, why a tag may not be serving ads and a reason why the Ad Server will not entertain it to run auction.
With Release August 2017, users can find out why Ads and MPCs are filtered out of Auctions for Ad Opps (aka Invalid Ad Opportunities) in reports by using the following key:
- Ad Opportunity Filter Reason: Filters reports at inventory source or Marketplace connection level, to find out the number of ad opportunities that are weeded out by the Ad server and why.
As a Seller, I want to analyze the filtered reasons to take corrective action.
- Ad Ops Team Member
- Inventory Managers
- Campaign Managers
How to generate a report with key: Ad Opportunity Filter Reason?
- Navigate to Analytics > Reports >+ New Report > Report Builder tab > Keys > Ad Opportunity Filter Reason.
- In the Metric tab select Ad Opportunity.
Result: User see high level why Ad Opportunities are getting filtered.
Compatibility with other keys and metrics
|Compatibility (Keys)||Compatibility (Matrics)|
List of Filter Reasons
|Buy side filtered||Ad Server: Send a "No ads" signal.
No Ads is important signal to understand couple of things:
Note: This reason is added from April 20th 2017, so any prior data will give "No Ads found" as Not applicable.
|Media not associated with Account||Ad request contains App name or URL that is not configured in Video SSP console corresponding to Seller Org.|
|Media not associated with Marketplace Connection or Inventory Source||Ad request contains App name or URL that is not configured in Video SSP console corresponding to this Marketplace Connection or Inventory Source.|
|Media pending review||Ad request contains App name or URL that is not approved by Policy team to traffic, applies to Marketplace connection.|
|Scheduled system maintenance||Ad request came in at a time Ad server was in deployment or other maintenance activity.|
|Seller not allowed to sell CTV inventory||Ad request originated from a CTV app but the organization is not allowed to sell CTV app inventory.|
|Seller not allowed to sell app inventory||Ad request originated from an app but the organization is not allowed to sell app inventory on any device.|
|Supply not targeted for Inventory Source||Ad request applies to Inventory Source tag and no backfill Marketplace connection is targeted for this tag|
|Supply not targeted for Marketplace Connection||Ad request does not meet tag's configured Targeting Expression, applies to Marketplace Connection.|
|User identifier not located||Ad request filtered because UUID cookie not located on the user and could not apply FCAP.|
|User Opted out of Ads||Ad request originated from user where "Opt out" cookie was detected in the user's browser, meaning the user does not want to be shown ads.|
|Valid ad opportunities||Ad request is not filtered and is allowed to run an auction on.|